You are here: Home/Blog / Company News1 / ITU AbsorbTech Headquarters Celebrates 50 Years in New Berlin, WI2
ITU AbsorbTech celebrated the 50th anniversary of its New Berlin, Wisconsin processing plant and corporate headquarters on July 18, 2023.
The company was joined by Mayor Dave Ament to commence the celebration with a proclamation from the City of New Berlin.
While other laundries would purchase buildings and retrofit them with equipment, the New Berlin plant was built from the ground up. It was designed with a strong attitude of doing things environmentally right. The New Berlin plant was a pioneer for innovative systems such as water reuse, wastewater pretreatment, and making room for new and emerging computer technology.
“Dad was a visionary and built a plant with the size and capacity that could handle emerging technologies and innovative processes that he knew were coming,” Jim Leef, president of ITU AbsorbTech, says about second-generation owner, George Leef. “It’s incredibly satisfying to look back and see that his vision has come to life.”
The company’s New Berlin processing facility launders reusable textiles, including SorbIts® oil absorbents, uniforms, shop towels, and printer towels, and has processed over 650 million pounds of laundry since 1973.
The company’s roots go back to Minneapolis, MN in 1908 when Harry and George Leef started a company known as Leef Brothers. They began washing and repairing railroad overalls and then got into the business of renting industrial shop towels to manufacturing companies.
ITU AbsorbTech now has 14 locations throughout the US, including five processing plants registered to ISO 14001:2015 by Intertek.
The company’s zero-waste solutions have greatly impacted New Berlin and surrounding communities. Its reuse programs eliminate single-use products that would otherwise end up in a landfill, resulting in a reduction of over 300 million lbs. of solid waste not landfilled or released to the environment for New Berlin area customers.
“We’re proud of our history and the vision of service excellence and sustainability that was started by our family back in 1930,” says Leef.
The third and fourth generations of the Leef family are committed to continuing the company’s tradition of Genuine Service Excellence, process and service innovation, environmental stewardship, and community involvement. “Our company’s steady growth is a testament that we have successfully upheld these values throughout our 100+ years in business.”
Company News
ITU AbsorbTech Named Waukesha County Business of the YearSeptember 23, 2025- ITU AbsorbTech Recognized on MMSD Honor RollJuly 14, 2025
